Data have almost no value in and for themselves. What's important is how they are used to create the information one needs to make informed decisions, and this is particularly true in making marketing decisions. Thus, Samli's new book dwells on the art and science of information generation and on how to convert it to practical knowledge. Without information and knowledge, says Samli, the firm faces great risk in the marketplace and its survival probabilities in the long run are very low. Samli explains, first, the various data generating procedures, with special emphasis on data analysis, and second, the procedures for creating information out of data - all in a clear, systematic presentation that marketing managers will understand and benefit from immediately. Their MIS colleagues, whose goal should be to make data and information decision-maker friendly, will also benefit. A unique, valuable book for both.
The problem is not information overload as some contend, says Samli, but data overload. Data have almost no value in and for themselves. What's important is how data are used to create the information marketers need in order to make knowledgeable decisions. Thus, Samli's newest book dwells on the art and science of information generation and on how to convert it to practical knowledge. Without information and knowledge - and another essential ingredient, wisdom - the firm faces great risk in the marketplace and its survival probabilities in the long run are very low, says the author.
Samli starts by presenting the key elements that contribute to an information gap in the use of data for marketing decisions. He describes the evolution of information in decision making, the distinction between data and information, and the reasons why data gathering and processing have become so sophisticated and difficult to use. Samli goes on to discuss data collecting techniques, the dimensions and uses of internal data and their parameters, and identifies the best but most underrated data gathering method: observation. Surveys, experimentation, and research are covered next, including attitude and motivation research, with a careful analysis of how the research operation, as well as its products, should be managed. He goes on to explain how information is elicited from data and how it should be used; then, the various control mechanisms for information systems overall, and ends with his own agenda for the improvement of the entire information-driven marketing decision process. A clear, systematic presentation that marketing managers, and their MIS colleagues (who appreciate the need to make data and information decision-maker friendly), will find valuable and immediately beneficial.
While rooted in traditional marketing principles, successful fashion marketing presents a unique set of opportunities and challenges. Fashion Marketing: A Global Perspective is the first text to engagingly present marketing theories and practices as they specifically relate to apparel, home goods and other design-driven products. Using a variety of contemporary examples, the text details how fashion marketers develop and apply marketing strategies that meet consumer needs at a profit. Topics covered include: consumer and organizational buying behavior, market research, market segmentation, product planning and positioning, pricing, retailer relationships and additional classic marketing theories and practices as they relate to design. In addition, Fashion Marketing explores contemporary issues such as technology, social responsibility and ethics, sustainability and globalization in depth and considers effective strategies for various economic climates.
Pioneers in Marketing presents a collection of eight biographical essays about seminal marketing scholars of the twentieth century, focusing on the careers and contributions of those who contributed most to the development of the marketing discipline. Five of the eight biographies rely extensively on archival materials which allow for a much more detailed examination of the subject's life and career than earlier published sketches, and two of the biographies in this collection are drawn from from extensive interviews with the subject. The careers of most of the scholars included in this volume were centered on the first half of the twentieth century, during which time marketing emerged as a university discipline.Introduced with a chapter that discusses biography as a form of historical writing in marketing, author Ian Dennis offers a rationale for biography as an approach to studying marketing history, outlines methodology for doing biographical research, and explores sources of biographical material. The final chapter delves into common themes of the biographies, lessons that can be learned from this collection, and offers suggestions for further biographical research.
This book updates the thesis I produced for my PhD at the Department of Artificial Intelligence of the University of Edinburgh, correcting errors, and improving some of the formatting and readability. Since the original work was completed (early 1996), research has progressed. Most notably, the public profile of AI and game-playing has reached new heights with the feats of the chess computer DEEPER BLUE (which surely uses AI, no matter what IBM would have us believe). Although less heralded, the ability of computers to play Bridge (the main example domain in this book) has also increased. In July of 1997 a world championship for computer Bridge programs was hosted by the American Contract Bridge League in Albuquerque, New MexÂ ico. This contest was won by a program called Bridge Baron, produced by Great Game Products. Bridge Baron incorporates knowledge-based planning techniques developed by Stephen Smith and Dana Nau [1, 2]. Progress has also been made on the contrasting, more brute-force, approach of sampling the possible card distributions. In particular, Matt Ginsberg has developed a fast double-dummy solver based on partition search . Ginsberg's program fared poorly in the 1997 Bridge championships, but Ginsberg himself reports very promising results  on a hard set of complete Bridge deals taken from the Bridge tutoring program Bridge Master.
Marketing. It's a necessary, career altering technique that authors must know and most do not. What can an author do to create a "buzz" about themselves, their book and be successful? They can turn to their bookshelves and thumb through their well-worn copies of Mosquito Marketing for Authors. This book tells you how to create and maintain a buzz that cannot be repelled. It's filled to the brim with 10 years worth of tried and proven documented free and low cost marketing techniques, encouraging tips from marketing gurus and other successful authors. This book tells you how to create and maintain a buzz that cannot be repelled. Mosquito Marketing for Authors will be an inspirational, practical guide for writers, self publishers, business people and those who would like to write and make a living.
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